Tulsa World Media Company
Game Objective:
This promotion has been designed to encourage reader engagement and interaction, to increase
circulation sales (both home subscriptions and single copy) and to improve subscriber retention.
Game Summary:
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Once a month readers of the TW will find an official bingo game board containing four (4) bingo
game cards inside select editions.
The first set of bingo cards inserted on Sunday May 29
Each bingo card is good for one bingo contest.
Each bingo contest lasts one calendar month.
A new bingo game card will be inserted on the last Sunday of the each month for the next
month’s game.
Starting June 1 two (2) lucky bingo numbers will be printed each day (three lucky bingo numbers
on Mondays) randomly within the pages of TW.
Readers will mark their official card as they find each lucky bingo number attempting to make a
single bingo, double bingo, letter “N” (all the B’s, all the O’s, an “I” and a “G” to form the letter
“N”) or a blackout (covering all 24 squares).
Each bingo game will last one calendar month.
We will run a bingo contest in June, July, August, September, October, November and
December.
At the end of each calendar month, readers will have approximately two weeks to drop off or
mail their game cards for a chance to win a cash prize.
Prizes: One winner will be selected at random from all eligible entries for a chance to win the
following prize amounts: Single bingo - $100, Two or more bingos - $200, Letter “N” (for news $500 and Blackout - $1,000.
We included a clause in our rules that customers can pick up one bingo card at the Tulsa World
at no cost (this is necessary language to address Oklahoma lottery laws)
Complete contest rules can be found at www.TulsaWorld.com/Bingo
Marketing and Promotion:
In order for Bingo to be successful, extensive marketing and promotion must be planned and
implemented. We print promotional ads in the paper before the game begins to encourage customers
to look for their cards in the upcoming edition. We also print ongoing promotional ads encouraging
customers to play (they can always purchase back issues of the paper to get a card).
Results:
Here are a few stats for the June bingo contest:
We had a total of 120 pounds worth of bingo cards received
Resulting in an estimated 40,000 bingo cards turned in (Based on total weight)
This equates to 10,000 active bingo participants estimated (Based on 4 cards per sheet)
Representing 17.9% of paid home delivery actively engaging with TW through our bingo initiative
We finished June with a 3.5 % gain in the Mon-Sat editions (Sunday was flat but that was Memorial Day
weekend)
Live Bingo Drawing:
The contest concludes with a live Bingo drawing aired on Tulsaworld.com. We had great results from
this effort as well. Here were the Chartbeat numbers:
Peak traffic on the story at any one moment: Approximately 600
Total traffic on the site during the broadcast: Approximately 1,325
Traffic on the site for a typical Friday at that time: About 600-700.
It's rare for us to get that many people on a story. Usually, they are something that is major breaking
news (OSU homecoming crash) or something that Google News linked backed to us in order to achieve
this.
Bingo Entries for the July game (in the tens of thousands)
I have also included several letters from subscribers about how much they love the game.